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Exposure to alcohol advertising on television and alcohol use among young adolescents

EXPOSURE TO ALCOHOL ADVERTISING ON TELEVISION AND ALCOHOL
USE AMONG YOUNG ADOLESCENTS
by
Jerry L. Grenard
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(PREVENTIVE MEDICINE)
August, 2008
Copyright 2008 Jerry L. Grenard

Three studies provided support for the hypothesis that televised alcohol advertisements influence underage drinking. Data were collected from 3,890 students in a prospective study covering the 7th through 10th grades. Measures of exposure to alcohol advertising included self-reported observation of alcohol ads on TV and 2 memory measures (top of mind awareness and cued recall). Opportunity-based measures assessed exposure to alcohol ads indirectly by first asking about the frequency that participants watched specific programs (i.e., popular shows and sports programs) and then weighting the responses by the frequency of alcohol ads broadcast during each of those programs. One key affective measure assessed how much participants liked alcohol ads compared to other ads on TV. Additional measures assessed demographic variables, sports participation, alcohol use, and problems associated with alcohol use. The results from a confirmatory factor analysis (CFA) in study 1 (chapter 2) demonstrated that each of the measures related to alcohol ads, except top of mind awareness, had good measurement properties. The measures loaded well on single latent factors as expected with no crossfactor loadings and the factor loadings and thresholds were invariant across gender. Study 2 (chapter 3) provided support for a causal relationship between exposure to televised alcohol advertising and underage drinking. Structural equation modeling of alcohol consumption showed that exposure to alcohol ads and/or liking of those ads in 7th grade were predictive of latent growth factors for alcohol use after controlling for a range of covariates. There was a significant total effect for males and a significant mediated effect for females of exposure to alcohol ads and liking of those ads in 7th grade through latent growth factors for alcohol use on alcohol-related problems in 10th grade.; Study 3 (chapter 4) results were consistent with the hypothesis that exposure to televised alcohol commercials contributes to the development of spontaneous alcohol-related associations in memory. This is a key finding because previous studies have demonstrated that spontaneous associations such as these are predictive of alcohol use prospectively. Taken together, these 3 studies support the accumulating evidence that alcohol ads on TV are a contributing factor in underage drinking.

EXPOSURE TO ALCOHOL ADVERTISING ON TELEVISION AND ALCOHOL
USE AMONG YOUNG ADOLESCENTS
by
Jerry L. Grenard
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(PREVENTIVE MEDICINE)
August, 2008
Copyright 2008 Jerry L. Grenard